How Philips Design supports development of solutions for the ever-changing healthcare landscape.

1. People-focused innovation
in healthcare
How Philips Design supports development of solutions for the
ever-changing healthcare landscape

2. Contents Abstract
Abstract Our lifestyles are increasingly out of balance and we points of the Philips Healthcare promise of ‘People-
are placing our health at risk through unhealthy habits. focused, Healthcare simplified’ across the home and
1.Taking care in a time of complexity We are ageing as a population and more likely to suffer hospital healthcare domain. It is an approach that is driven
1.1 Our world in transformation from chronic diseases as we get older. As a result, our by qualitative research, applies design thinking to identify
1.2 Our lives at risk healthcare systems are under increasing demand for costly innovation opportunities, and leverages design skills to
1.3 Our healthcare systems at breaking point and complicated care.Yet, with their limited resources propose solutions with measurable end-user value. It
and traditional models, they are already struggling to has proved relevant in business processes ranging from
2.The innovation challenge for healthcare meet existing demand. In short, the healthcare industry is strategy to product development, and has successfully
in crisis and facing paradigm change. However, there are supported both short and longer-term innovation.
3.The Philips context plenty of opportunities for innovation within this crisis.
This paper describes the mindset, methods and tools used
4. A design approach to healthcare innovation Philips Design supports Philips in delivering healthcare in this approach, citing examples from Philips Design to
4.1 Healthcare innovation context end-user value through innovation. Over the past two illustrate the strategic contribution and value that design
4.2 Key characteristics of a successful innovation mindset decades, Philips Design has developed a people-focused can offer in healthcare innovation.
innovation approach that has generated tangible proof-
5. Identifying value through design thinking
5.1 Understanding a changing healthcare landscape
5.2 Engaging and understanding multiple stakeholders
5.3 Capturing care contexts
5.4 Creating experience flows
6. Developing value through design skills
6.1 Designing for healthcare experiences
7. Communicating value through design articulation
7.1 Communicating measurable end-user value
7.2 Ambient Experience Pediatric CT Suite
7.3 Reading Room 20/20, RSNA 2007
8. Conclusions
Acknowledgements
People-focused innovation in healthcare People-focused innovation in healthcare 1

3. 1 Taking care in a time of complexity
1.1 Our world in transformation 1.3 Our healthcare systems at breaking point Hospital management teams face impossible choices to
We are living in a world that is undergoing immense “An estimated 13.4 million working days a year in the UK These dynamic forces of change batter the healthcare balance cost and quality of care. Healthcare processes
change and transformation, driven by socio-dynamic are lost to stress, anxiety and depression, and 12.3 million industry from different angles. As the population becomes tend to be complex, filled with redundancies and
forces so rapid that we struggle to keep up, let alone feel to back and upper limb problems. £11.5bn in 2002 was ever larger, more widely distributed and diversified, and characterized by bottlenecks that ultimately affect quality
any sense of control over our future. These changes are paid out in wages to absent employees and on additional as we suffer the costly consequences of increasingly and effectiveness. League tables and new quality-of-care
affecting everything from energy to transport, food to overtime and temporary staff cover” damaging lifestyles, the result is greater demand on a metrics pressurize facilities to perform in new ways and
health. Paul Roberts, 2004 IHC report ‘Absenteeism - Industry’s system already straining to bursting point. Traditional with tougher financial and legal constraints.
Hidden Disease’ models of healthcare are breaking down and being
“Every few hundred years in Western history there occurs challenged as they simultaneously face pressure to adapt Healthcare institutions are steeped in tradition, organized
a sharp transformation. Within a few short decades, 1.2 Our lives at risk while confronting several systemic obstacles to change. in silos and clearly-defined professional hierarchies. As
society rearranges itself; its worldview (paradigm), its basic Amid all this change, do we really know how we feel? care shifts outwards into new areas, delivering optimal
values, its social and political structures, its arts, its key We are confused about our own priorities and knowing “Participants [in healthcare] compete to shift costs to care means working across settings and with new care
institutions. Fifty years later there is a new world.” what makes sense for us personally. Unhealthy lifestyle one another, accumulate bargaining power, and limit roles. This requires time-consuming organizational change,
Peter F. Drucker, Post-Capitalist Society habits have led to an increase in disease risk factors: over- services. This kind of competition does not create value to create an open and innovative mindset that can foster
consumption and a poor diet; reduced physical activity as for patients, but erodes quality, fosters inefficiency, creates new modes of professional collaboration.
As individuals we are surrounded by increasing we perform more knowledge work; increased stress as we excess capacity and drives up administrative costs.”
convenience and choice, and expect to achieve more deal with change and overwhelming choice; and insufficient Michael E. Porter & Elisabeth Olmstead Teisberg, ‘Redefining Hospitals were once the sole portals of healthcare,
quality from life with less effort. ‘Quick-fix’ solutions sleep and relaxation as we find it harder to unwind and Healthcare’ reflecting the identity and lifestyles of the communities
fulfill our immediate needs; the short term is a lot easier switch off from the buzz. they served. Now, however, they must differentiate their
to grasp when the future seems so unpredictable. Social Clinical teams are facing increased pressure to perform services from new competitors such as pharmacies
structures are disintegrating and reforming, family units Even if we do hear and recognize the warning signs of our more efficiently, consistently and safely in delivering and standalone clinics that occupy the healthcare space
are dispersing, yet there are more ways to connect with ill health we may not know what to do about it, and even improved outcomes. They need to be able to stay up-to- between hospital and home. Hospitals strive to formulate
more people than ever before. Traditional institutions if we do, we may not be convinced that we can change our date with clinical advances, and communicate effectively distinct healthcare brands in order to generate loyalty in
like the state, church or hospital, which once helped us own lives, so accustomed have we become to adapting with patients as well as an increasingly networked global both patients and staff.
navigate through our lives and make personal choices, ourselves to suit our circumstances instead. peer group. Workforce recruitment, retention, burnout
are no longer equipped to lead us through this complex and ageing are all factors confronting today’s healthcare People bring their expectation for choice with them
world; we are left feeling insecure and compelled to find We are an increasingly grey population, and are generally providers. when they need healthcare services. They may confidently
our own new support systems. living longer - albeit afflicted with chronic diseases. This challenge clinical opinion, shop around globally for
is true in both the developed as well as the developing “The nursing workforce is ageing. Over the next 10 to healthcare solutions and consider alternative approaches.
Technology might liberate us through timesaving world. The transitions we require to adjust to new health 15 years [industrialized] countries will experience a large Yet, at the same time, they need support in personal
solutions, but our bodies are beginning to show signs levels, as we age or develop chronic illnesses, are amplified exodus of nurses from their workforce as nurses retire healthcare decision-making because they still experience
of the stresses and strains of such a lifestyle. As we are in light of these socio-cultural changes. just at a time when demand for nursing and healthcare is a certain degree of anxiety in this new, fragmented care
become less ‘productive’, this weakens the very economies on the rise; one of the reasons being the growth in the landscape.
that support such a way of life. This is not a sustainable older population.”
situation. International Centre for Human Resources in Nursing, ‘An It would be no exaggeration to conclude that, given
Projected deaths by major cause and World Bank Projected foregone national income due to heart disease, Ageing Nursing Workforce’ these factors, the global healthcare industry faces a
income group, all ages, 2005 stroke and diabetes in selected countries, 2005-2015
communicable diseases, maternal crisis, a paradigm change. However, there are plenty of
and perinatal conditions, and
nutritional deficiencies opportunities for innovation within this crisis.
14000 chronic disease*
injuries 600
12000
International dollars (billions)
500
10000
400
8000
6000
300 Fig. 1 Graph showing a rising incidence of diseases in
4000 200 both the developed as well as the developing world:
100
2000 diabetes mellitus, strokes, cardiovascular disease,
0 0
low income lower middle upper middle high income Brazil Canada China India Nigeria Pakistan Russian UK United obesity and cancer.
countries income income countries Republic of
countries countries Tanzania
2 People-focused innovation in healthcare People-focused innovation in healthcare 3

4. 2 The innovation challenge for healthcare 3 The Philips context
Today’s healthcare landscape is a challenging arena. innovation that include partnerships, acquisitions or “In a world where complexity increasingly touches every As one of the world’s largest design consultancies, Philips
Organizations are in search of successful and sustainable strategic alliances equip themselves for the healthcare aspect of our daily lives, we will lead in bringing ‘sense and Design brings this together with a wide range of design
innovation strategies differentiate from the competition challenges ahead. simplicity’ to people.” disciplines including interaction design, product design,
and create viable solutions that offer improved healthcare Philips is a diversified health and well-being company, ambient experience design, information design, service
experiences for patients and care providers in the short In the following sections of this paper we will describe focused on improving the quality of people’s lives through design, digital media design and communication design.
to longer-term. At the same time the financial system how Philips is repositioning and equipping itself to respond the timely introduction of meaningful innovations. As a
needs to be sustainable. to some of these challenges. In particular, we will look at world leader in healthcare, lifestyle and lighting, Philips “Ultimately, we are deluding ourselves if we think that
the role and competences of Philips Design in supporting integrates technologies and design into people-centric the products that we design are the “things” that we sell
Many challenges in healthcare demand a diverse mix businesses to develop sustainable innovation strategies solutions, based on fundamental customer insights and the - rather than the individual, social, and cultural experience
of skills, knowledge and competences which is beyond and solutions that can improve healthcare experiences for brand promise of “sense and simplicity”. that they engender and the value and impact that they
the capability of most individual businesses. Companies both patients and professionals. have. Design that ignores this is not worthy of the name.”
therefore have to think in terms of new models of “People-focused, healthcare simplified” Bill Buxton, Principal Researcher, Microsoft Labs
Philips Healthcare aims to simplify healthcare by focusing
on the people in the care cycle – patients and care This combination of human sciences and design disciplines
Some of the key innovation questions within healthcare include:
providers. Through combining human insights and clinical under one roof creates a unique innovation competence;
expertise, they aim to improve patient outcomes while researchers who can understand the tangible implications
• hy do people struggle to change their lifestyles to live healthily, even when they know the facts
W
lowering the burden on the healthcare system. Philips of their findings for business innovation, and designers
about healthy living?
delivers advanced solutions for health professionals, to whose creative processes are driven by empathy for what
• hat stops care teams from being able to deliver optimal care and how can obstacles to improved
W
meet the needs of patients, and to give consumers access makes sense for people’s lives.
quality of care be overcome?
to affordable healthcare in hospital or at home.
• here are the cost bottlenecks in care delivery? Why and how do they form? Can they be eased?
W
Philips Design is the brand custodian for Philips, ensuring
• hat will people want from clinical technologies such as on-body bio-sensing or genetic screening?
W
“It is our intention to design solutions that harness the brand values of “sense and simplicity” are translated
How will this impact professional practice?
technology so as to genuinely improve the quality of into a design identity that can be expressed consistently
• ow can healthcare stakeholders make strategic decisions when the forces of change in healthcare
H
people’s lives and make them happier.” and with integrity across the Philips portfolio.
are so diverse and the future so unpredictable?
Philips Design is a design consultancy guided by the
principle of ‘value for people through valuing people’. Its These fundamental characteristics of Philips Design make
in-house global team of people researchers, socio-cultural it eminently suitable as a strategic partner that adds value
trends analysts and design researchers study the world at to business.
a societal, cultural and individual level to identify macro
paradigm shifts, socio-cultural trends and people’s daily
needs and desires.
Fig. 2 Philips Design’s Healthcare Innovation teams comprise
multiple disciplines from human sciences and design.
Philips Design
Medical Design
Team, May 2006
4 People-focused innovation in healthcare People-focused innovation in healthcare 5

5. 4 A design-approach to healthcare innovation
“Design is no longer just about form any more The way in which Philips Design detected and 4.2 Key characteristics of a successful Listen
translated the trends taking place in society and culture innovation mindset Gather multi-stakeholder perspectives including
but is a method of thinking that can let you
demonstrates two key strengths that have innovation Philips Design has developed a people-focused innovation challenges, motivations, drivers and barriers.
to see around corners...Design Thinking is the value; firstly, an innate ability to comprehend socio- approach that is driven by qualitative research, and which
new Management Methodology” cultural change from a human perspective, and secondly applies design thinking and skills to identify and respond Confront
to translate this understanding into tangible value to innovation opportunities across the full bandwidth Untangle the complexity of each healthcare journey
Bruce Nussbaum, Founding Editor, Innovation Design, Business Week
propositions. of healthcare, from consumer to professional. It is a without trivializing or over-simplifying the clinical or
flexible approach that can serve a range of business lifestyle context.
processes ranging from pre-development and business
strategy through to product development and brand Collaborate
4.1 Healthcare innovation context communication. It also supports both short- and longer- Form multi-disciplinary teams with knowledgeable
Traditionally the main drive of healthcare design at Philips term innovation horizons. stakeholders: patients, families, patient organizations,
Design had been in the professional domain, with a focus clinicians, care teams, insurance companies, technologists,
on the needs of the clinical end-user. However, as new Focus is given to creating the optimal conditions for clinical scientists, marketers, engineers, designers and
societal needs emerged and reshaped healthcare, this was innovation in healthcare, which has more to do with team market researchers.
detected and translated by Philips Design: dynamics and mindset than standard processes and tools.
We will describe the key characteristics of a successful Trust
• ealthcare designers, working to improve the human
H healthcare innovation mindset, and will also introduce Enable the flexibility for appropriate disciplines to lead
experience in healthcare, intuitively realized that to the approach and a set of methods and tools used for certain phases of the innovation process when this can
truly impact patient experience in a hospital they would healthcare innovation research, design and consulting. enable the team as a whole to make the next step.
need to design beyond the boundaries of the medical Project examples will be used as illustration.
equipment and consider the design of the environment Fig. 3 Ambient Experience Act
around the machine. Ambient Experience started as Challenge Watch how the healthcare landscape is changing, learn
an internal design research project which explored Consider people and their health in the context of daily about the drivers and barriers, and advise partners about
the value of such a design strategy and resulted in the life, and seek to understand the real impact on lifestyle taking managed risks.
first Philips Business Unit on the basis of a design-lead over time.
innovation program. Learn
Assess the impact of insights, concepts and prototypes on
• esearchers who had been tracking global socio-cultural
R human experience, clinical outcome and business metrics
changes began to see the emergence of a whole new in order to better define and achieve innovation success.
field of opportunity in personal healthcare. An internal
design research theme was initiated to explore new
value propositions for Philips in this arena. It was also
Fig. 4 My Heart
decided to invest and participate in a 4-year EU-funded
consortium research project called MyHeart, whose
aim was to develop personal healthcare applications for
preventing and managing cardiovascular disease.
• I teraction and product designers researched methods
n
to take people’s experiences as the starting point for
innovation design. For example, Nebula is an interactive
projection system designed to enrich the experience
of going to bed, sleeping and waking up. The aim was to
create an atmosphere in the bedroom that encourages Fig. 6 Innovation design consultancy in healthcare can be seen as the means by which a rich mixture of inputs are managed and guided
and enhances rest, reflection, conversation, intimacy, through a complex and unpredictable creative process.
imagination and play.
Fig. 5 Nebula
6 People-focused innovation in healthcare People-focused innovation in healthcare 7